Scaling Globally: Tech Sales Guide for European Businesses

If you’re a tech company based in Europe, you’ve probably thought about expanding your reach beyond the EU. And why not? Markets outside Europe, like North America, APAC (Asia-Pacific), and LATAM (Latin America), offer massive opportunities for growth. 

But entering these new regions isn’t as simple as selling your product in your home market. Each region has its own set of challenges, and you need a clear plan to navigate them.

In this guide, we’ll walk you through the key steps to take your tech sales beyond Europe. Whether you’re targeting North America’s competitive landscape, APAC’s growing tech hubs, or LATAM’s emerging markets, this guide will help you adapt your approach and achieve success.

Market Expansion in Other Regions

When you’re looking to expand your business, it’s natural to focus on the “ideas” and think about all the exciting opportunities that lie ahead. However, it’s important to take a step back and consider the big picture. 

This is especially true when you’re considering expanding your business in Europe to other regions. While you may already have a team of sales representatives that work well in-house, taking your business internationally is a whole new ball game.

To successfully expand globally, you need to carefully evaluate what’s currently working, what could work with business expansion and what additional sales outsourcing or B2B lead generation strategies you may need. 

Here are some of the guide questions with your evaluation process:

• What is your overall goal for expanding your business globally, and how does your sales team fit into that goal?
• What are the unique challenges of selling in the global market, and how can you best address them?
• What is currently working well for your sales team, and how can you leverage that success in other market?
• What aspects of your sales strategy may need to be modified or adapted in your target market?
• What additional resources, such as sales agents or B2B lead generation strategies, may be needed to effectively sell in APAC, LATAM, or NorthAM?
• What is your budget for expanding your sales team, and how does that budget align with your overall goals for expansion?
• What are the advantages and disadvantages of outsourcing your sales team, and how do they compare to keeping your sales team in-house?
• What criteria should you use to select an outsourcing partner, and what questions should you ask them to ensure they are a good fit for your business?
• How will you measure the success of your sales team in the international market, and what metrics will you use to track their performance?
• What are the potential risks and rewards of expanding your business, and how can you mitigate those risks while maximizing your chances of success?

This assessment will help you determine what modifications or changes you need to make to sell effectively.

Global Lead Generation

If you’re a B2B company looking to expand your customer base, you know that lead generation is key. But what if you want to expand your reach through different regions? Do you have any idea what B2B lead generation markets look like in different regions around the world? 

In this section, we’ll take a deep dive into the markets in Europe, the USA, and the Asia Pacific. From billion-dollar markets to complex regulatory environments, we’ll explore the unique opportunities and challenges facing B2B companies in each region.  

Europe Tech Sales Market 

• Europe is the second-largest B2B market in the world, after North America.
• The European technology industry is expected to grow with an average annual growth of 5.1% until 2030.
• The Technology industry economic factor in Europe represents a sale of €1.5 trillion and more than 8% of European economic output.
• The top B2B lead generation channels in Europe include email marketing, social media, and search engine optimization (SEO).
• GDPR (General Data Protection Regulation) has had a significant impact on lead generation practices in Europe, requiring companies to obtain explicit consent from individuals before collecting or using their data.

Learn how to dominate the Europe market.

APAC Tech Sales Market

• The Asia Pacific region is the fastest-growing B2B market in the world, with an expected compound annual growth rate (CAGR) of 8.3% from 2018 to 2028.
• The B2B tech market in Asia Pacific is expected to have a market value of $3.64 billion by 2027.
• The top B2B lead generation channels in the Asia Pacific include SEO, email marketing, and content marketing.
• Regulations governing lead generation practices in Asia Pacific vary widely by country, with some countries having few or no regulations in place.

Discover how to avoid mistakes expanding in APAC regions.

USA Tech Sales Market

• The USA is the largest B2B tech sales market in the world, with a market value of USD 193,52 billion in 2021 and expected to grow at a CAGR of 7.10% from 2022-2027.
• The top B2B lead generation channels in the USA include email marketing, content marketing, and social media.

The CAN-SPAM Act and TCPA (Telephone Consumer Protection Act) are two important regulations that govern lead generation practices in the USA.

Check out the strategies for finding your target B2B clients in the US market.

Preparing Your Tech Product for International Markets

Once you know where you want to sell, it’s time to get your product ready for a global audience. This isn’t just about translating your website into a new language; it’s about making sure your product fits the needs of each region.

• Localization: You’ll want to adapt your product for local audiences. This could mean adjusting features to meet local preferences or even changing your marketing messages. For example, if you’re targeting Japan, make sure your product aligns with their preference for quality and precision.
• Compliance: Every region has different rules, especially when it comes to data privacy. In North America, you might need to follow CCPA (California Consumer Privacy Act) rules, while in APAC, data handling requirements could be stricter depending on the country. Make sure your product complies with local regulations to avoid roadblocks.
• Pricing Strategy: Pricing can be tricky when expanding internationally. What works in Europe might not work elsewhere. In developing regions like LATAM, a more flexible pricing model could help, such as offering lower upfront costs with subscription plans to make your product more accessible.

By making these adjustments, you’ll show potential customers that you understand their needs, making it easier to win their trust.

Overcoming Challenges in Cross-Border Tech Sales

Selling outside Europe comes with its own set of challenges, but being prepared can help you navigate them smoothly.

• Cultural Differences: What works in one region might not work in another. For example, North American businesses expect direct, concise pitches, while in APAC, decision-makers often appreciate a more relationship-based approach. Adapting your sales pitch to fit local business cultures will increase your chances of success.
• Time Zones and Logistics: Managing clients across different time zones can be tricky. Make sure you have systems in place to handle communication smoothly. Tools like project management platforms and video conferencing software can help keep everyone on the same page.
• Currency and Payment Barriers: Every region has different payment preferences and currency issues. Offering flexible payment options, like accepting local currencies or different payment methods, can help remove barriers to purchasing your product.

By staying flexible and proactive, you can tackle these challenges head-on.

Achieve your Q4 revenue goals with effective sales tips.

Don’t Settle for Average Results: Trust the Experts

As I’ve mentioned earlier, one of the biggest challenges that businesses face when expanding into new markets is reaching their target prospects effectively. This is where lead generation outsourcing companies come in. By leveraging their expertise and experience in various industries across the globe, outsourcing companies can help your business identify and reach out to your target prospects through a multi-touch multi-channel marketing approach.

Take Callbox for example. Callbox has conducted successful campaigns for clients in various industries across Europe, such as financial tech, information technology, and healthcare/medical technology. In one campaign for a giant insurance broker, Callbox used a tailored multichannel approach that included email marketing, social media, and telemarketing to generate 12,749 profiled contacts, 12K net new prospects, and 186 appointments within twelve months.

For another campaign with a leading medical training company in Europe, Callbox generated 94 appointments set, 47 marketing qualified leads, 74 requested for more information, 68 for follow-ups, 54 for callbacks, and 547 LinkedIn connections for the client through a targeted multichannel approach

By outsourcing lead generation efforts to a trusted partner like Callbox, businesses can focus on their core competencies while still expanding into new markets and reaching their target prospects effectively. With Callbox’s multichannel approach and expertise in various industries across the Globe, you can trust that our lead generation efforts are in good hands.